0
How UK Companies Can
                           Use Inbound Marketing to
                           Generate More Business...
Internet Marketing Trends
         in the UK
Online Spending Growth




Source: eMarketer - UK Online Advertising: Spending and Trends, July 2009
70% of UK Population Online by 2012




Source: eMarketer - UK Internet Users and Usage Update, October 2008
UK Social Media Adoption




Source: eMarketer - UK Social Media: Joining the Conversation, April 2009
Challenges
Agenda

•   Welcome & Introduction
•   Traditional Marketing vs. Inbound Marketing
•   HubSpot Inbound Marketing System
• ...
HubSpot




•   Founded in July 2006 by Dharmesh Shah and Brian Halligan
•   Grew out of research at MIT
•   2000+ custome...
Outbound Marketing

Advertising    Direct Marketing
                          800-555-1234
                          Annoy...
Inbound Marketing

Blog         SEO     Social Media
Rethinking Marketing
Outbound Marketing     Inbound Marketing
• Telemarketing        • SEO / SEM
• Trade shows          • ...
Proven ROI of Inbound Marketing




          www.HubSpot.com/ROI
HubSpot Inbound Marketing System

                                    Content
                         SEO      Management...
Step by Step Approach
Step 1: Grow the Top of Your Funnel
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what keywords to
              ...
Getting Found: Off-Page SEO
                        Link Grader
              • Identify opportunities to generate
       ...
Getting Found: Updating Content
Create Landing Pages on the Fly
                    Landing Page Wizard
                • Drag-and-drop interface
        ...
Getting Found: Blogosphere
                 Blogging & Blog Analytics
             • Create or optimize a blog so you can
...
Getting Found: Social Media
                          HubFeed
              • Finds articles from across the
             ...
UK Social Media Site Usage




Source: comScore World Metrix, May 2009
Join The Conversation: Social Media
                           Social Media
                  • Finds conversations from a...
Step 2: Grow the Middle of Your Funnel
Drive More Leads, Close More Sales
                        Lead Intelligence
                 • Track the full path of all...
Step 3: Measure & Optimize with
      Marketing Intelligence
Making Better Marketing Decisions
                          Site Analytics
                 • Integrated reports in HubSpo...
Ready to Start Today Getting Leads NOW?
•   HubSpot Small Business: $250/month
•   HubSpot Medium: $9,000/year
•   HubSpot...
HubSpot Group Demo Offer
HubSpot Q&A
Closed Loop Marketing
                               • Leads De-Duplicated
                               • Lead Intellige...
Getting Found: SEO for Your Whole Site
                             Page Grader
                   • Analyze each page of ...
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How UK Companies Can Use Inbound Marketing To Generate More Business

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How can UK companies leverage blogs, social media, and search engines to generate more business? Join this live webinar to learn how you can use inbound marketing tools and techniques to attract more leads and sales! HubSpot offers software to help organizations implement inbound marketing.

This live webinar will cover:
- Inbound marketing essentials, including tips for search engine optimization, blogging, and social media marketing
- How to convert more website visitors into qualified leads and sales
- How HubSpot helps you implement inbound marketing

Published in: Business, Technology
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Notes
  • Thanks for sharing guys. The trends speak volumes.

    I’m glad you make the point about providing support and expertise to users as technology is only as great as its deployed and used. I think many will see this as a 'cure' to their marketing woes, and while the technology goes a long way to improving things by focusing users (and their partners) on a systematic approach to getting results, it will only be as good as the content, strategy and off-line work that gets done. All of which partners like EB2BLeads.co.uk are focused on helping customer get the most out of this technology and approach.
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Transcript of "How UK Companies Can Use Inbound Marketing To Generate More Business"

  1. 1. How UK Companies Can Use Inbound Marketing to Generate More Business Chris Johnson Prashant Kaw Sr. Inbound Marketing Specialist Inbound Lead Gen Manager cjohnson@hubspot.com pkaw@hubspot.com
  2. 2. Internet Marketing Trends in the UK
  3. 3. Online Spending Growth Source: eMarketer - UK Online Advertising: Spending and Trends, July 2009
  4. 4. 70% of UK Population Online by 2012 Source: eMarketer - UK Internet Users and Usage Update, October 2008
  5. 5. UK Social Media Adoption Source: eMarketer - UK Social Media: Joining the Conversation, April 2009
  6. 6. Challenges
  7. 7. Agenda • Welcome & Introduction • Traditional Marketing vs. Inbound Marketing • HubSpot Inbound Marketing System • HubSpot Product Demonstration • Q&A
  8. 8. HubSpot • Founded in July 2006 by Dharmesh Shah and Brian Halligan • Grew out of research at MIT • 2000+ customers, 80+ employees • World HQ Cambridge, MA • Experts in Inbound Marketing
  9. 9. Outbound Marketing Advertising Direct Marketing 800-555-1234 Annoying Salesperson
  10. 10. Inbound Marketing Blog SEO Social Media
  11. 11. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  12. 12. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
  13. 13. HubSpot Inbound Marketing System Content SEO Management Blog • Software Landing Social Pages Media • Support + Expertise Lead Intelligence • $250 or $500 / month CRM (Salesforce.com or other) • No IT Required
  14. 14. Step by Step Approach
  15. 15. Step 1: Grow the Top of Your Funnel
  16. 16. Getting Found: On-Page SEO Keyword Grader • Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each keyword(phrase) and how to make further improvements
  17. 17. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors’ inbound links to discover new link-building opportunities that you have not taken advantage of
  18. 18. Getting Found: Updating Content
  19. 19. Create Landing Pages on the Fly Landing Page Wizard • Drag-and-drop interface makes it easy to create custom landing pages and conversion forms • Landing page dashboard allows you to compare the effectiveness of landing pages • Simplified process allows you to create more targeted offers
  20. 20. Getting Found: Blogosphere Blogging & Blog Analytics • Create or optimize a blog so you can achieve more frequent search engine crawls and improve authority • Develop an audience of email and RSS subscribers • Attract more inbound links (“link bait”) • Assess and optimize your blog posts for top search engine rankings and maximum social media distribution.
  21. 21. Getting Found: Social Media HubFeed • Finds articles from across the blogosphere that are relevant to your business • Helps you identify which articles you should comment on • Makes it easier to build your online reputation, create links back to your site and get found by customers
  22. 22. UK Social Media Site Usage Source: comScore World Metrix, May 2009
  23. 23. Join The Conversation: Social Media Social Media • Finds conversations from across the Social media sphere that are relevant to your business • Helps identify which conversations you should comment on and join • Makes it easier to build and monitor your online reputation, and join the conversation with a click of a button
  24. 24. Step 2: Grow the Middle of Your Funnel
  25. 25. Drive More Leads, Close More Sales Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, information submitted via web forms) • Increase close rate through improved lead quality
  26. 26. Step 3: Measure & Optimize with Marketing Intelligence
  27. 27. Making Better Marketing Decisions Site Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  28. 28. Ready to Start Today Getting Leads NOW? • HubSpot Small Business: $250/month • HubSpot Medium: $9,000/year • HubSpot Large: $12000/year • +$500 for 8 consulting sessions • Want a closer look? • Please post your name, phone & email as a question in the question area Katie Ng-Mak Prashant Kaw Kng-mak@hubspot.com pkaw@hubspot.com 617-401-2863 617-401-2489
  29. 29. HubSpot Group Demo Offer
  30. 30. HubSpot Q&A
  31. 31. Closed Loop Marketing • Leads De-Duplicated • Lead Intelligence Added and/or Updated Marketing Sales • Contact Information & Lead Status Updates • Closed Loop Marketing Data
  32. 32. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which pages produce the most value for you (traffic, leads, ranked keywords, links) • Automatically recommend improvements to optimize each page of your site
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